Unlike your home page, which aims to show people who you are and what you’re all about, a landing page has one specific purpose – converting traffic into leads. Find out how to make sure yours does the job.
What is a landing page?
There are two key components that go into a landing page:
- It includes a form to capture the interested party’s contact deals (i.e. the lead)
- It has just one job to do – convincing the visitor that your offer is irresistible, and they need to sign up right now.
Landing pages are created to follow up on a promise you’ve made in another piece of marketing content – whether that’s an email newsletter, or Facebook or Google Ad.
They’re the next step in the buyer journey, and usually include something in exchange for the person’s contact details or email address, such as a special discount or a free eBook.
What makes a good landing page?
Here are the most important ingredients in a really effective landing page:
- Engaging copy. Your written content needs to be compelling enough to convince the potential customer you’ve got just what they’re looking for.
- One goal. No distractions, no external links, just one action for the visitor to take. A good design tip is to have your CTA button in a colour that stands out from the rest of the page.
- Effective headlines. Within seconds, any visitor should be able to see what’s in it for them if they give you their details – that means simple, straightforward headlines that get your message across quickly.
- Images that tell a story. Like your headlines, the images or graphics you use should complement your text and reinforce your message.
- Fast load time and mobile friendliness. Don’t make leads wait for what you have to say, or squint to read your text if they’re viewing it on their smartphone. Just as with the rest of your site, customer experience is crucial for a landing page.
All sounding a little complicated? Let Hunter & Scribe’s content marketing experts bring your landing pages to life!